Cereal Bar Exploration
Kellogg's
此项目为英国咨询公司the gild受家乐氏（Kellogg's）委托，针对欧洲青年男性消费市场，以“补给能量”为核心，打造的新燕麦零食。作为这个项目的设计师，我考虑了4个不同方向跟用户场景，分别进行了全新的包装设计。
Breakfast cereal manufacturer Kellogg’s is interested in launching products into the UK snacking market within the ‘filling and fueling’ area.
The consumer target is 25-35 years old, mass-market, mid-priced with a slightly male tonality. Four packaging solutions were created to approach things differently. Triangle has been chosen as main element of this project. It represents angular and power also easy for transportation & display.
Breakfast cereal manufacturer Kellogg’s is interested in launching products into the UK snacking market within the ‘filling and fueling’ area.
The consumer target is 25-35 years old, mass-market, mid-priced with a slightly male tonality. Four packaging solutions were created to approach things differently. Triangle has been chosen as main element of this project. It represents angular and power also easy for transportation & display.
据调研，对于选择补给类零食，欧洲年轻男性消费者的关注点在于便于携带，方便进食，同时需求上希望能够提供能量充足，健康，以及维持较久的品类。同时，针对目标群体的生活习惯，挖掘到Kellogg's燕麦棒的定位考虑的特殊场景有上班开会前的快速早餐 “替代品”，运动期间的充足能量补给等。因此，包装的设计上着重考虑方便及份量充足，适应消费者不同的场景需求。视觉上，男性反应普遍偏女性化或针对儿童，男性选择仅局限于个别品牌产品。因此，设计视觉上考虑以简洁为基础，突出健康原料均衡营养的础上弱化性别感。
Direction 01 Balanced Best
首先，视觉上，分别选用4个主色调呈现4种口味，橙绿黄蓝，对应Nuts，Beans，Oats，Fruits - 蛋白质，碳水及维生素。
其次，市面上的cereal bar通常为扁长方体，而选用三角柱体，带有棱角的形状，除了在视觉上更符合“力量” 这一概念，同时有着实用的考虑。
1. 不易断裂压碎 2.便于在货架上陈列与运输（不会轻易倾倒及滚动）3. 同时促进两个三角柱拼为一组长方体进行销售 (男性用户一把抓行为）
1. 不易断裂压碎 2.便于在货架上陈列与运输（不会轻易倾倒及滚动）3. 同时促进两个三角柱拼为一组长方体进行销售 (男性用户一把抓行为）
Direction 02 Accessible Breakfast
Direction 03 Man Fuel
Direction 04 Fueled for Success
